NEW DELHI — US software company Adobe has handed its Indian communications remit to MSL India following a competitive review.

20:20 MSL takes charge of the assignment, which includes media relations, digital, social and analyst relations, after it was previously handled by The PRactice.

India is one of Adobe's key markets, accounting for 5,300 of its 17,000 global workforce. The company recently unveiled plans to open an AI centre in Hyderabad, as part of continued expansion in the country.

“We are honored to be chosen as the communications partner for Adobe, a company known for its cutting-edge technology and work culture," said MSL India CEO Amit Misra. "With a clear understanding of Adobe’s ambitions and priorities, we are conscious of our role as strategic advisers, and look forward to supporting Adobe’s growth in India."

MSL's work will involve corporate reputation management, brand and product communications strategy and outreach programs.